“Green” companies manipulate nonprofits to glorify themselves

It may not be a new trend, but now it’s going mainstream in business. For-profit companies around the country now use non-profit organizations and government agencies for profit stimulating purposes. The tradeoff is simple. Companies comply with simple green standards that have been established in order to bolster publicity for themselves AND nonprofit organizations and government agencies.

Currently, few uniform standards exist in the movement (which is partially why Tainted Green is so skeptical of companies claiming to be green) making it very easy for pretty much any company to assert its green efforts; however, as the green movement continues, companies are tasked with providing credible, factual information regarding their current green efforts. Companies making questionable proclamations are now, more than ever, facing scrutiny for the validity of their claims.

Joel Makower, green strategist and author of Strategies for the Green Economy, advises companies to demonstrate provable facts and particulars that could potentially separate a company’s green efforts from their competition. To do so, companies are turning to the nonprofit and government sectors.

Burton, a well-known snowboard company, recently released a snowboard that uses a Forest Stewardship Council certified wood and other recyclable materials. The Forest Stewardship Council was established to sustain forestry worldwide, and by attaching to the Council, Burton is staking a claim in the legitimacy of its sustainable efforts. The Forest Stewardship Council in turn receives publicity and recognition for establishing sustainable standards.

Similarly, dozens of companies have registered to be certified by the Greater Indianapolis Chamber of Commerce. To be certified, large companies must make efforts to practice all of the following: waste prevention, recycling, purchasing, energy conservation, water conservation and transportation. Smaller companies must practice at least four of the six. Companies approved gain access to the Greater Indianapolis Chamber of Commerce Green Business logo and receive recognition on http://indygreenbusiness.com. It is a tradeoff of marketing materials for both the company and the Indianapolis Chamber of Commerce.

The certification and support of non-profit organizations and government agencies tends to create more standards and requirements for green companies, but it also opens the doors to an onslaught of marketing partnerships between potentially questionable companies and once-trusted organizations and agencies. Discernment of this new form of branding will be an important tool as the green movement continues to progress.